Big Business Band Shirts Pink: The Grateful Dead's Merchandise Empire

The music industry has undergone significant transformations over the years, with one aspect remaining a constant source of revenue for artists and bands alike – merchandise. For the Grateful Dead, their merch machine has become an exemplar of how to expand a brand into a multimillion-dollar business, raking in revenue years and even decades after the passing of core members like Jerry Garcia and Robert Hunter.

According to financial reports, Universal Music Group, which owns merch giant Bravado, earned a staggering $618 million from product sales in 2022, representing a 70.2% increase from the previous year's total of $363 million. This surge in revenue is largely attributed to traditional sales methods, such as T-shirts, hoodies, and caps sold at concerts, as well as contemporary stars like Taylor Swift and BTS dominating the business.

The Grateful Dead's merchandise has become an international brand licensed to dozens of companies and sold in stores ranging from Walmart to Saks Fifth Avenue. Fans can now buy a wide range of products bearing the iconic 'holy trinity' logos – dancing bears, lightning bolts, and skeletons – on thousands of items. From tie-dyed Crocs with pink-and-yellow dancing-bear charms ($160) to Grateful Dead leggings marked with 'GD' and pink roses ($38), there's something for every fan.

The merch machine has also allowed the band to expand their brand beyond music sales, creating a multimillion-dollar business that continues to thrive long after the passing of key members. In fact, since selling one of its earliest T-shirts in the late 1960s featuring keyboardist Ron 'Pigpen' McKernan and designed by Hell's Angel Allan 'Gut' Terk, the Grateful Dead's merchandise business has evolved into a lucrative empire.

As Rhino president Mark Pinkus notes, the universe has expanded significantly for the Grateful Dead, with their merch machine serving as an example of how to build a successful brand that endures well beyond the band's original run. With such a vast array of products available online and in-store, it's no wonder why the Grateful Dead's merchandise remains a big business.

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